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Current alcohol advertising
Karvaiová, Markéta ; Šebesta, Karel (advisor) ; Mareš, Petr (referee)
The thesis Contemporary alcohol commercialdeals with czech commercials qualitative analysis of some well-known marks of luxury and common alcohol made in the Czech Republic. It is based on theoretical knowledge from the area of marketing communication and from the area of lingvistic study. The research follows using of persuasion means in the commercials focusing on target groups of recipients. Particular attention is paid to language means, which are considerated to the rest of expression means in this type of advertising as dynamic sceen and sound is.
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The language of SPARK magazine
Bodlák, Ondřej ; Šebesta, Karel (advisor) ; Mareš, Petr (referee)
This thesis is concerned with Discourse analysis of music magazine Spark, which refers to metal music. The main standpoint is the phraseology and the choice of metaphorical expression which are used in the magazíne. They are determined by aesthetic and cultural context, to which the magazíne relates. Specific indexicality at the linguistic level refers, in a specific way, to musical context. The theoretical basis is stylistic analysis of specifically modified publicistic operational style, of its lexical items, phraseology and imaginativeness. Emphasis is layed on tenseness between the automatization in the use of means of expression and some author's style actualization. Both tendencies are relevant to the text contextualization. The first part of the thesis, named Introduction, presents the thematic structure of the magazíne and its specific form of advertising, the second part, named Texts, is focused on stylistic analysis of texts and their interpretation in the light of cultural context. In this second part are presented the persvazive aspects of the magazíne, in consideration of Christian values. The aim of this thesis is to describe one of the contemporary Czech media, in connection with linguistics and ideology. Key words: Discourse analysis Contextualization Order of indexicality Slang...
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Negative, defamatory and mocking political campaigns in the Czech Republic in the years 2006 - 2010 and their effects on public politics [THESIS TEMPORARILY NOT PUBLICLY AVAILABLE]
Mludek, Ivo ; Háva, Petr (advisor) ; Nekola, Martin (referee)
The phenomenon of political marketing entered - together with democratic political competition - the Czech Republic after 1989. Together with parliamentary elections in 2006 a strong negative election campaigns appeared. The parliamentary elections in 2007 proved a stalemate and they launched a long period of political instability. An unusually sharp and mostly negative election campaign proceeded in the Czech Republic continuously during the years 2006 - 2010. For the first time foreign advisory firms prepared strategies for the biggest political parties - ČSSD and ODS. The election campaigns were characteristic not only of mass enter of negativism imported by the foreign consultants, but also of a great number of anonymous mocking and defamatory political advertisements, the customer and the payer of which was unknown and unable to find. The negative campaigns then introduced both the question of ethical limits in the election marketing and of the harmful influence of opaqueness in contracting and financing the campaigns. The thesis is dealing with regularities of political marketing which got control of Czech political scene in 2006 - 2010, and it formulates hypotheses about the possible effecs of negative, defamatory and mocking political campaigns on the environment of Czech public politics.
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Linguistic formulation of propaganda in the press in the time of former Czechoslovakia
Pilík, Pavel ; Janovec, Ladislav (advisor) ; Holanová, Radka (referee)
The goal of this thesis is to identify specific language elements in selected opinion pieces that appeared in Rudé právo newspaper over the course of 1975. The first part of the thesis examines terms such as persuasion, propagandism and manipulation, and considers the interrelations between these terms. Following sections of the paper are devoted to the characterization of distinct elements of persuasion as traced in diverse articles of Rudé právo. In a pragmatic perspective, the thesis describes such linguistic attempts at manipulating the reader as means to praise the communist regime or to defame its adversaries. KEYWORDS Propagandsim, persuasion, manipulation, Rudé právo, text, communism, capitalism, follower, adversary, author, reader.
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The manipulation of the public through mass media
FLIEGEROVÁ, Lenka
Man is surrounded by mass media on every place. They form his views, attitudes and behavior. Its effects are obvious. It is possible to affect and manipulate person's opinion the way it is wanted. There is a lot of manipulation techniques in common of mass media. These are hidden in different scope, but all of them are purposeful. People are often manipulated without their awareness, they accept what they are told as it is true picture surrounding them. The first part of my thesis is aimed to communication and its types and general mass media press, broadcasting, tv-broadcasting and internet, its development and its legislation. The second one deals with manipulation, persuading, propaganda and manipulation techniques. Selected techniques of every type of media are illustrated on specific example of practice. In the third part there is a treatise of media literacy as an affective means of orientation in the world of media.
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Persuasion in political discourse: a contrastive analysis
GRABMÜLLEROVÁ, Martina
The aim of this Master's thesis is to analyse the means of persuasion in Czech and Spanish texts of political discourse. The thesis is divided into a theoretical part and a practical part. The first chapter of the theoretical part is focused on the pragmatics. The second chapter deals with the discourse and the specific characteristics of political language. In the last chapter of the theoretical part we introduce the term of persuasion and afterwards we describe the linguistic means of persuasion in political discourse. The practical part is focused on the proper research conducted on the basis of the selected sample of Czech and Spanish political texts. The result of this thesis is a comparison of the data obtained from the analysis between the above mentioned languages. The thesis is finally summarized in Spanish résumé.
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Rules of the Game: Critical Games and Critical Theories of International Relations
Formánek, Václav ; Kratochvíl, Petr (advisor) ; Knotková, Vladimíra (referee)
The main goal od critical theories of international relations is to help to achieve more universal freedom and equality in the world. Critical theorists use different kinds of strategies to achieve this goal. Persuasive popularization by critical videogames is one those strategies. Author analyzes different strategies of such persuasion. He also designs own concept of critical game. The goal of this game is to present main ideas of critical theories to the general public in the most precise but still understandable way. Autor wants to show the potential of videogames for popularization of critical theories.
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Vietnamese Immigrants in the Czech Republic and Their Image
ZÁMEČNÍKOVÁ, Jitka
The dissertation ?Vietnamese Immigrants in the Czech Republic and their medial image? deals with present intercultural current issues. Journalistic texts in tabloids and also in quality press give media depiction to Czech citizens about the effect of Vietnamese community living in the Czech Republic. The dissertation contains eight chapters. The first chapter deals with the history and the formation of Vietnamese community in the Czech Republic from the beginning till the present. The second chapter gives information about the independent mentality and culture of Vietnamese ethnic group including information about Vietnamese language. The third chapter deals with the world of the mass media primarily the printed media. It gives information about their functions and their influence on the recipients. The next chapter characterizes particular periodicals which are bases of this dissertation. The fifth chapter includes basic information about persuasion in journalism. Journalistic functional style would be nonsensical without it. It contains verbal and also non-verbal devices. The sixth chapter deals with analysis of thematic?contextual components of journalistic texts about Vietnamese in the Czech Republic. The seventh chapter focuses on analysis of titles of journalistic texts of Vietnamese immigrants in the Czech Republic. The final chapter of this dissertation addresses the most frequent persvazive verbal devices which are used when journalistic texts about the Vietnamese community in the Czech Republic are being made. The aim of that analysis is to raise awareness about the complex verbal scene regarding the Vietnamese community which is presented in printed mass medias in the Czech Republic.
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Ethics in the World of Advertisement
ANTL, Pavel
The dissertation deals with the dilemma of ethics in advertisement; it is divided into six chapters. The first chapter concerns communication and advertisement{\crq}s function in it. In the second part, I focus on the targets and methods of advertisement (they can be positive and negative). I describe the following processes: influence, manipulation, persuasion, suggestion, motivation and purpose of advertisement in the sectors of the market. The third part is directed at the principles of regulation and self-regulation (I explain their differences). How does self-regulation work in practice I showed in the practical example. The fourth chapter describes the most frequently forbidden commercials and in the practical examples, I show how the consumer{\crq}s protection works. In the fifth part,. I stress the importance of media literacy and the problems in media education. In the sixth chapter I focus on the advertisements and at different attitudes and opinions related to it.
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Persuasion of Nonverbal Devices in Contemporary Journalism
ZAHRADNÍKOVÁ, Andrea
Medial communication was and still is very important in society. Until recently was the most important type of media communication the journalistic. In 20th century appears the television broadcasting phenomenon, that among others influences the prezent form of journalistic. Expressive changes are in verbal representation and graphic prezentation of informations, we note the shift of using the means, that are press media trying to impact on recipients. This research is focused on the characteristic of nonverbal means of persuasion. The objective is description of the influence over readers in current tabloids and quality newspaper. The base of the research is the analysis of 348 newspapers, collected from october 2006 to october 2007. Subsequently the comparsion of nonverbal means of persuasion was done in 4 czech nationwide newspapers. The research is focused mainly on type characteristic and frequency of these means in each periodical and their mutual comparision.
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